Google AdWords Changing the Face of Display URLs

Last month Google announced they were making changes to the URL capitalisation rules on display URLs on paid search – now ALL display URL domains and any sub-domains will be in lower case, no matter how you enter them in the Google AdWords tool. Subdirectories written in display URLs however can still be capitalised.

How Does This Effect Advertisers?

Part of split testing ad copy includes the way a display URL is written, i.e. intercapitalising the brand/company name within the URL to make it stand out. Now Google have decided to make this a level playing field and all domains remain the same.

Example below, you will see the main domains are all lower case, with subdirectories capitalised:

Looks like it’s just the sub-directories we have to work with then for the URLs …  Thoughts anyone?

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